Smurfit Westrock launches collaborative packaging innovation hub in Buenos Aires

A new standard for structural design in South America

In a retail environment where packaging serves as both the primary brand differentiator and a critical supply chain optimizer, Smurfit Westrock has officially opened its first Experience Centre in Argentina. Located in the Puerto Madero district of Buenos Aires, this advanced innovation hub is set to service clients across both Argentina and Chile, establishing the region as a vital node in the company's global network of over 25 similar collaborative facilities.

The facility shifts the focus from traditional box manufacturing to data-driven engineering and prototyping. Consumer goods, retail, technology, and agricultural brands visiting the center are immersed in an intensive co-creation process alongside packaging specialists. By leveraging cutting-edge technologies—such as 3D structural simulations, virtual retail environments, and eye-tracking consumer behavior studies—companies can predict exactly how a corrugated box or point-of-sale display will perform on the shelf long before physical production begins.

Supply chain optimization and circularity

As the industry navigates the complexities of 2026, packaging design is inextricably linked to logistics. Through Smurfit Westrock's Supply Smart methodology, the new Experience Centre allows engineers and clients to run prototypes through rigorous supply chain stress tests. This proactive approach evaluates board strength, pallet configurations, and transport behavior, ultimately reducing operational costs, minimizing product damage, and lowering the carbon footprint associated with inefficient storage and shipping.

Sustainability also anchors the center's operations, driven by the company's Better Planet Packaging initiative. The facility provides a physical space to design out waste and right-size packaging from the conceptual stage. By prioritizing renewable and recyclable materials, Smurfit Westrock ensures that its clients can meet their circular economy targets without compromising product protection or structural integrity.

A strategic commitment to regional growth

This substantial technological investment underscores Smurfit Westrock's evolution from a traditional materials supplier to a highly integrated strategic partner. Rodrigo Longarte, CEO of Smurfit Westrock Argentina and Chile, noted that the opening is a concrete demonstration of the company's confidence in the regional market's potential and its long-term commitment to delivering world-class innovation. The strategic importance of the launch was further highlighted by the attendance of Álvaro José Henao, President and CEO of Smurfit Westrock Latin America.

This major investment by Smurfit Westrock demonstrates that true packaging innovation requires a collaborative space where data, materials science, and consumer psychology intersect, elevating corrugated board design into precision engineering. As digital tools like VR and eye-tracking become the new industry standard, will local brands be agile enough to integrate these deep insights into their commercial strategies from day one? Follow The Paper for daily news, market signals and key updates from the global paper, corrugated and packaging industry. — Sigue toda la actualidad del sector en www.thepaper.ai